Interactive effects of market orientation, innovation orientation and sales control systems on firm performance in B2B markets
Ugur Burak Aydin,
Umit Alniacik
Abstract:PurposeThis study examines the interaction between sales control systems and firm level strategic orientations and their joint effects on company performance in B2B context. Independent and joint effects of market orientation (MO), innovation orientation (IO) and sales control systems (SCS) on firm performance were analyzed.Design/methodology/approachA quantitative research methodology is adopted to compile firm-level primary data from manufacturing companies located in an organized industrial zone. Research d… Show more
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